Item 3B. LBR-2017-18-046 New World Market (PDF)

CITY AND COUNTY OF SAN FRANCISCO LONDON N. BREED, MAYOR

OFFICE OF SMALL BUSINESS REGINA DICK-ENDRIZZI, DIRECTOR

Legacy Business Registry Staff Report

HEARING DATE FEBRUARY 25, 2019

NEW WORLD MARKET

Application No.: LBR-2017-18-046 Business Name: New World Market Business Address: 5641 Geary Blvd. District: District 1 Applicant: Boris Fudym, CFO Nomination Date: June 6, 2018 Nominated By: Supervisor Sandra Lee Fewer Staff Contact: Richard Kurylo [email protected]

BUSINESS DESCRIPTION New World Market is an international grocer, delicatessen, and meat market specializing in traditional Slavic and Central Asian food and beverages that was established in November 1982 by Mikhail and Nonna Sukhovitsky, a married couple from the former Soviet Union. The market provides quality grocery products and freshly made food from across Europe and the world to the community of Little Russia in the Richmond District and all of San Francisco. Products include fresh Russian pastries filled with sweet fruits and/or cottage cheese, eggplant and mushroom salads, fresh rye bread and meat dishes (such as chicken Kiev, traditional Azerbaijani kebabs, house-made borscht and many others) that have been staples of Eastern European and Central Asian cuisine since the time of the Tsars. The products sold at New World Market are meant to preserve the culinary tradition of the Russian and Eastern European communities as well as give people who may not be familiar with this cuisine an opportunity to experience a relatively obscure culinary culture.

In 2000, New World Market moved from its original location at 2051 Balboa Street to 5641 Geary Boulevard. The new space enabled the market to continue serving the community while expanding its offerings to include a wider selection of products and food. In 2015, the Sukhovitskys sold New World Market to Boris, Leon and Zina Fudym. Boris and Leon are cousins, and Leon and Zina are spouses. The new owners have given a new face to New World Market. They renovated the space, putting in new hardwood flooring and new equipment, upgrading the kitchen appliances and repainting the interior while still maintaining the traditional look and feel of the store. The new owners started preparing and smoking fresh salami in house and have widened the variety of fresh goods and produce. Some of these new products include wines from the Caucasus region and various cheese products from countries such as Latvia and Lithuania, reputed in Eastern Europe for producing some of the best dairy products available. New World Market is one of only four Russian-speaking-owned grocery businesses in all of San Francisco.

The business is located between 20th and 21st avenues on the south side of Geary Boulevard in the Outer Richmond neighborhood.

CRITERION 1: Has the applicant operated in San Francisco for 30 or more years, with no break in San Francisco operations exceeding two years?

1 DR. CARLTON B. GOODLETT PLACE, ROOM 110, SAN FRANCISCO, CALIFORNIA 94102-4681 (415) 554-6134 / www.sfosb.org / [email protected] CITY AND COUNTY OF SAN FRANCISCO LONDON N. BREED, MAYOR

OFFICE OF SMALL BUSINESS REGINA DICK-ENDRIZZI, DIRECTOR

Yes, the applicant has operated in San Francisco for 30 or more years, with no break in San Francisco operations exceeding two years:

2051 Balboa Street from 1982 to 2000 (18 years) 5641 Geary Blvd. from 2000 to Present (19 years)

CRITERION 2: Has the applicant contributed to the neighborhood's history and/or the identity of a particular neighborhood or community?

Yes, the applicant has contributed to the Richmond neighborhood’s history and identity.

The Historic Preservation Commission recommended the applicant as qualifying, noting the following ways the applicant contributed to the neighborhood's history and/or the identity of a particular neighborhood or community:

• New World Market is associated with the Russian and Eastern European cuisine.

• New World Market has contributed to the history and identity of the Richmond neighborhood and San Francisco.

• The Department has no information related to potential historical associations with significant events, persons, or architecture. The property has a Planning Department Historic Resource status of “B” (Properties Requiring Further Consultation and Review) due to its age as the building was constructed in 1923. In a windshield survey of storefronts in the surrounding neighborhood commercial district, this building was found to have no architecturally significant storefronts.

• New World Market has been featured in the following publications:  A book by Sylvan Brackett, Sue Moore and Wendy Downing, with Slow Food USA titled, “The Slow Food Guide to San Francisco and the Bay Area: Restaurants, Markets, Bars,” 2005.  A book by Chowhound.com titled, “The Chowhound’s Guide to the San Francisco Bay Area,” 2005.  An article by Mark Shrayber titled, “Growing Up Russian in SF,” May 2014.  An article by Eater SF titled “A Guide to Russian Food in San Francisco,” March 2017.

CRITERION 3: Is the applicant committed to maintaining the physical features or traditions that define the business, including craft, culinary, or art forms?

Yes, New World Market is committed to maintaining the physical features, craft, art form and traditions that define the business.

HISTORIC PRESERVATION COMMISSION RECOMMENDATION The Historic Preservation Commission recommends that New World Market qualifies for the Legacy Business Registry under Administrative Code Section 2A.242(b)(2) and recommends safeguarding of the below listed physical features and traditions.

Physical Features or Traditions that Define the Business: • International cuisine and products familiar to Russian and Eastern European immigrants. • Russian and Slavic language speaking staff. • Traditional recipes. • Façade features, including brick cladding, cornice, and storefront windows.

1 DR. CARLTON B. GOODLETT PLACE, ROOM 110, SAN FRANCISCO, CALIFORNIA 94102-4681 (415) 554-6134 / www.sfosb.org / [email protected] CITY AND COUNTY OF SAN FRANCISCO LONDON N. BREED, MAYOR

OFFICE OF SMALL BUSINESS REGINA DICK-ENDRIZZI, DIRECTOR

CORE PHYSICAL FEATURE OR TRADITION THAT DEFINES THE BUSINESS Following is the core physical feature or tradition that defines the business that would be required for maintenance of the business on the Legacy Business Registry. • Grocery store featuring Eastern European goods.

STAFF RECOMMENDATION Staff recommends that the San Francisco Small Business Commission include New World Market currently located at 5641 Geary Blvd. in the Legacy Business Registry as a Legacy Business under Administrative Code Section 2A.242.

Richard Kurylo, Program Manager Legacy Business Program

1 DR. CARLTON B. GOODLETT PLACE, ROOM 110, SAN FRANCISCO, CALIFORNIA 94102-4681 (415) 554-6134 / www.sfosb.org / [email protected] CITY AND COUNTY OF SAN FRANCISCO LONDON N. BREED, MAYOR

OFFICE OF SMALL BUSINESS REGINA DICK-ENDRIZZI, DIRECTOR

Small Business Commission Draft Resolution

HEARING DATE FEBRUARY 25, 2019

NEW WORLD MARKET

LEGACY BUSINESS REGISTRY RESOLUTION NO. ______

ADOPTING FINDINGS APPROVING THE LEGACY BUSINESS REGISTRY APPLICATION FOR NEW WORLD MARKET, CURRENTLY LOCATED AT 5641 GEARY BLVD.

WHEREAS, in accordance with Administrative Code Section 2A.242, the Office of Small Business maintains a registry of Legacy Businesses in San Francisco (the "Registry") to recognize that longstanding, community- serving businesses can be valuable cultural assets of the City and to be a tool for providing educational and promotional assistance to Legacy Businesses to encourage their continued viability and success; and

WHEREAS, the subject business has operated in San Francisco for 30 or more years, with no break in San Francisco operations exceeding two years; or

WHEREAS, the subject business has operated in San Francisco for more than 20 years but less than 30 years, has had no break in San Francisco operations exceeding two years, has significantly contributed to the history or identity of a particular neighborhood or community and, if not included in the Registry, faces a significant risk of displacement; and

WHEREAS, the subject business has contributed to the neighborhood's history and identity; and

WHEREAS, the subject business is committed to maintaining the physical features and traditions that define the business; and

WHEREAS, at a duly noticed public hearing held on February 25, 2019, the San Francisco Small Business Commission reviewed documents and correspondence, and heard oral testimony on the Legacy Business Registry application; therefore

1 DR. CARLTON B. GOODLETT PLACE, ROOM 110, SAN FRANCISCO, CALIFORNIA 94102-4681 (415) 554-6134 / www.sfosb.org / [email protected] CITY AND COUNTY OF SAN FRANCISCO LONDON N. BREED, MAYOR

OFFICE OF SMALL BUSINESS REGINA DICK-ENDRIZZI, DIRECTOR

BE IT RESOLVED that the Small Business Commission hereby includes New World Market in the Legacy Business Registry as a Legacy Business under Administrative Code Section 2A.242.

BE IT FURTHER RESOLVED that the Small Business Commission recommends safeguarding the below listed physical features and traditions at New World Market:

BE IT FURTHER RESOLVED that the Small Business Commission requires maintenance of the below listed core physical feature or tradition to maintain New World Market on the Legacy Business Registry: • Grocery store featuring Eastern European goods.

______

I hereby certify that the foregoing Resolution was ADOPTED by the Small Business Commission on February 25, 2019.

______Regina Dick-Endrizzi Director

RESOLUTION NO. ______

Ayes – Nays – Abstained – Absent –

1 DR. CARLTON B. GOODLETT PLACE, ROOM 110, SAN FRANCISCO, CALIFORNIA 94102-4681 (415) 554-6134 / www.sfosb.org / [email protected] CITY AND COUNTY OF SAN FRANCISCO LONDON N. BREED, MAYOR

OFFICE OF SMALL BUSINESS REGINA DICK-ENDRIZZI, DIRECTOR

Legacy Business Application Review Registry Sheet

CRITERION 1: Has the applicant has operated in San Francisco for 30 or more years, with no break in San Francisco operations exceeding two years? X Yes No

2051 Balboa Street from 1982 to 2000 (18 years) 5641 Geary Blvd. from 2000 to Present (19 years)

CRITERION 2: Has the applicant contributed to the neighborhood's history and/or the identity of a particular neighborhood or community? X Yes No

CRITERION 3: Is the applicant committed to maintaining the physical features or traditions that define the business, including craft, culinary, or art forms? X Yes No

NOTES: N/A

DELIVERY DATE TO HPC: January 10, 2019

Richard Kurylo Program Manager, Legacy Business Program

1 DR. CARLTON B. GOODLETT PLACE, ROOM 110, SAN FRANCISCO, CALIFORNIA 94102-4681 (415) 554-6134 / www.sfosb.org / [email protected]

NEW WORLD MARKET Section 4: Written Historical Narrative

CRITERION 1

a. Provide a short history of the business from the date the business opened in San Francisco to the present day, including the ownership history. For businesses with multiple locations, include the history of the original location in San Francisco (including whether it was the business's founding and or headquartered location) and the opening dates and locations of all other locations.

New World Market opened on November 1, 1982, at 2051 Balboa Street. The original owners were Mikhail and Nonna Sukhovitsky, a married couple from the former Soviet Union looking to accomplish the American dream of success while as the same time trying to bring a piece of their home culture to the United States through cuisine and Russian and Eastern European culinary culture.

Since the beginning, New World Market has been providing quality grocery products and freshly made food from across Europe and the world to the community of Little Russia in the Richmond District and all of San Francisco. Products such as fresh Russian pastries filled with sweet fruits and/or cottage cheese remind people, we have been told, of the smells from their childhood in the Soviet Union and former Soviet countries. And the eggplant and mushroom salads, fresh rye bread and meat dishes (such as chicken Kiev, traditional Azerbaijani kebabs, house-made borscht and many others) have been staples of Eastern European and Central Asian cuisine since the time of the Tsars. The products sold at New World Market are meant to preserve the culinary tradition of the Russian and Eastern European communities as well as give people who may not be familiar with this cuisine an opportunity to experience a relatively obscure as well as delicious culinary culture.

In 2000, New World Market moved to a new location at 5641 Geary Blvd. This new space was bigger than the original location but only a few blocks away. The new location enabled the market to continue serving the community while expanding its offerings to include a wider selection of products and food.

In 2015, the Sukhovitskys sold New World Market to Boris, Leon and Zina Fudym. Boris and Leon are cousins, and Leon and Zina are spouses.

The new owners have given a new face to New World Market. They renovated the space, putting in new hardwood flooring and new equipment, upgrading the kitchen appliances and repainting the interior while still maintaining the traditional look and feel of the store. The new owners started preparing and smoking fresh salami in house and have widened the variety of fresh goods and produce, as well as upgrading the caliber of the merchandise, now including various organic products. Some of these new products include wines from the Caucasus region and various cheese products from countries such as Latvia and Lithuania, reputed in Eastern Europe for producing some of the best dairy products available. Fudym family recipes for fresh food were also added to the already large repertoire of fresh food offered at New World Market.

b. Describe any circumstances that required the business to cease operations in San Francisco for more than six months?

New World Market has not ceased operations for longer than six months.

c. Is the business a family-owned business? If so, give the generational history of the business.

Since its opening, New World Market has always been a family business. A first it was run by husband and wife team Mikhail and Nonna Sukhovitsky. Then it was sold to Boris Fudym and his cousin and cousin’s wife Leon and Zina Fudym. Many Fudym family members work at New World Market including Leon and Zina's children. The family is fully invested in the store and works hard to make it a success. d. Describe the ownership history when the business ownership is not the original owner or a family-owned business.

Mikhail and Nonna Sukhovitsky, a married couple, ran the business from its start in 1982 until 2015, when it was bought by Boris, Leon and Zina Fudym. The new owners have turned New World Market into a family project and endeavor. An ownership history of the store is as follows:

1982 to 2015 Mikhail and Nonna Sukhovitsky 2015 to Present Boris, Leon and Zina Fudym e. When the current ownership is not the original owner and has owned the business for less than 30 years, the applicant will need to provide documentation of the existence of the business prior to current ownership to verify it has been in operation for 30+ years. Please use the list of supplemental documents and/or materials as a guide to help demonstrate the existence of the business prior to current ownership.

Documentation showing the existence of the business prior to the current ownership is included in the Legacy application. f. Note any other special features of the business location, such as, if the property associated with the business is listed on a local, state, or federal historic resources registry.

Not applicable.

CRITERION 2

a. Describe the business's contribution to the history and/or identity of the neighborhood, community or San Francisco.

New World Market is a representation of San Francisco’s vibrant Russian speaking community. The market is located in the middle of “Little Russia,” an area of the city with a large concentration of Russian speaking people. The store provides San Francisco with a taste of real Russian and Slavic culture in terms of food and produce.

New World Market features imported products from Russian and Eastern Europe as well as traditional food with recipes that have been in the Fudym family for many generations. Foods available include dolma (stuffed grape leaves), smoked sausages and meat, stuffed pepper, manti, dumplings, vereniki, pelmeni, stuffed eggplants, olivie (Russian potato salad), blintzes, manti, borsch, plov (rice with lamb or beef), crepes with red caviar, vinaigrette (Russian beet salad), smoked fish, cheesecake, candies, sweets, preserves and beverages, as well as hundreds of other products imported from Eastern Europe and elsewhere in the world.

New World Market is dedicated to providing the Eastern European community with a welcoming and friendly environment and a place to congregate. The market is a staple of the Russian speaking community in San Francisco and a go-to spot to experience true Russian culture. b. Is the business (or has been) associated with significant events in the neighborhood, the city, or the business industry?

In June 2018, New World Market hosted a complimentary Georgian Wine Tasting in which attendees had a chance to taste unique wines that were aged in Qvevris (large Clay jars buried under the ground) following the 8,000-year-old traditional Georgian method. A food pairing was provided with the tasting as well. The tasting took place at the Hermitage Banquet Hall restaurant next door to New World Market, recently opened by the Fudym family as a space for Russian and Eastern European people to be able to dine and socialize.

There are currently plans to host more tastings and culinary events of this nature such as red and black caviar tastings. c. Has the business ever been referenced in an historical context? Such as in a business trade publication, media, or historical documents?

New World Market has been featured in the following publications:

• A book by Sylvan Brackett, Sue Moore and Wendy Downing, with Slow Food USA titled, “The Slow Food Guide to San Francisco and the Bay Area: Restaurants, Markets, Bars,” 2005. • A book by Chowhound.com titled, “The Chowhound’s Guide to the San Francisco Bay Area,” 2005. • An article by Mark Shrayber titled, “Growing Up Russian in SF,” May 2014. • An article by Eater SF titled “A Guide to Russian Food in San Francisco,” March 2017.

d. Is the business associated with a significant or historical person?

No.

e. How does the business demonstrate its commitment to the community?

New World Market has catered to the San Francisco community, and more specifically the Russian-speaking community, since 1982. The business specializes in traditional European comfort food and creates an atmosphere of familiarity where old friends meet each other and talk while shopping for their groceries.

f. Provide a description of the community the business serves.

New World Market is located on Geary Blvd. between 20th and 21st avenues in the heart of Little Russia in the Richmond District. The market caters mainly to the Russian-speaking community and immigrants from the former USSR countries: Russia, Ukraine, Georgia, Kazakhstan, etc. The business serves traditional Slavic and Central Asian food, and is proud to expose the non-Russian community in and around San Francisco to the amazing cuisine of the Russian-speaking region. g. Is the business associated with a culturally significant building/structure/site/object/interior?

The historic resource status of the building at 5625 - 5641 Geary Blvd. is categorized by the Planning Department as “Category B - Unknown / Age Eligible” with regard to the California Environmental Quality Act. The building is an attractive, brick building with multiple large windows letting passersby see into the store. The large “New World Market” sign on the face of the building is a staple of the architecture and one of the most recognizable aspects of the building. It is one of the first things to welcome costumers and the community into the store. h. How would the community be diminished if the business were to be sold, relocated, shut down, etc.?

New World Market is one of only four Russian-speaking-owned grocery businesses in all of San Francisco. If the market were to close, the community would lose a staple of the community. New World Market's recipes are based on traditional family recipes and without the store these recipes and traditions would disappear from the community.

CRITERION 3

a. Describe the business and the essential features that define its character.

New World Market is an international grocery, delicatessen and meat shop specializing in traditional Slavic and Central Asian food and beverages. The essential features of the business are the international cuisine and the products that are familiar to Russian-speaking people and immigrants from Russia and surrounding countries, reminding people of their childhood and time in their native countries.

The essential features of the business aren't all physical. The ambiance and the feel of the store itself – the homely and welcoming atmosphere of the store and the people who are there including shoppers and employees – are the essential features of New World Market that contribute to the community that has formed around it. New World Market is a place of community characterized by its familiarity and “feel of home.”

b. How does the business demonstrate a commitment to maintaining the historical traditions that define the business, and which of these traditions should not be changed in order to retain the businesses historical character? (e.g., business model, goods and services, craft, culinary, or art forms)

New World Market is dedicated to preserving the Russian/Slavic-speaking traditions in terms of food and ambiance. The kitchen uses recipes passed on from generation to generation that have had few, if any, alterations. New World Market is dedicated to preserving the community’s traditions and values to continue to cater to the Russian-speaking population and expose the rest of San Francisco to the wonders of Russian culture and food. The owners of New World Market are extremely proud of the food, which is a staple component of the business.

c. How has the business demonstrated a commitment to maintaining the special physical features that define the business? Describe any special exterior and interior physical characteristics of the space occupied by the business (e.g. signage, murals, architectural details, neon signs, etc.).

The owners of New World Market are committed to preserving the attractive historic building that houses the business, including the brick, cornice and multiple large windows.

d. When the current ownership is not the original owner and has owned the business for less than 30years; the applicant will need to provide documentation that demonstrates the current owner has maintained the physical features or traditions that define the business, including craft, culinary, or art forms. Please use the list of supplemental documents and/or materials as a guide to help demonstrate the existence of the business prior to current ownership.

Documents that demonstrate the current owner has maintained the physical features or traditions that define the business are included in the Legacy Business Registry application.

https://sf.eater.com/maps/best-russian-food-restaurants-san-francisco

A Guide to Russian Food in San Francisco Where to find the best borscht, pelmeni, caviar, blinis, and more by Stefanie Tuder @stefanietuder Mar 7, 2017

Russian food in America is a very mixed bag. The cuisine encompasses Ukrainian, Lithuanian, Armenian, Polish, Georgian food, and more, and that's because all of those countries were considered Russia when many people from that area came to America in the 1980s and opened restaurants, which all fell under the Russian umbrella. The delicious consequence is that Russian food in America today encompasses all of those diverse cuisines, so keep that in mind when reading this map.

David Nayfeld is the chef/owner of the upcoming Che Fico, and he grew up here in the Bay Area with his Russian family. Nayfeld has spent his entire life — minus the few years he worked at the three-Michelin-starred Eleven Madison Park in NYC — eating around the city's Russian gems, and has become a definitive expert on where to go when the craving for, say, pelmeni (Russian dumplings) strikes.

The following eight places reflect Nayfeld's and Eater's picks on the best places to feast on Russian food in San Francisco (plus one in Alameda), with expert tips on what to expect, what to order, and how to succeed at dining there. On this list you'll find a mix of old-school neighborhood spots, as well as some some newer, trendier choices.

6. New World Market

5641 Geary Blvd San Francisco, CA 94121 Visit Website

The deal: Similar to Italian delis, this one has a Russian bent, with every meat you could imagine. There's also a large selection of prepared foods, making this much more than a typical market.

David's tips: New World Market is the place to go if you want any selection of Russian grocery. Russians are known for having a sweet tooth, and there's a million different versions of candy here. Plus, it has — in my opinion — the best deli counter in the whole city. Before Whole Foods was a thing, New World Market set the model for fancy prepared foods and boutique goods. The dairy aisle is epic, with 15 or 20 choices for sour cream alone. You can get caviar, dairy, beers, smoked meats, cheeses, and there is a dessert case with no less than 15 or 20 pies in there and constantly fresh-baked pastries coming out o the oven. It's pretty magical.

John G./Yelp https://thebolditalic.com/growing-up-russian-in-sf-the-bold-italic-san-francisco-84268482793a

The Bold Italic

Growing Up Russian in SF

By Mark Shrayber

May 26, 2014

My family immigrated to San Francisco in the early ’90s, leaving dreary Moldova behind for a land of gold-lined streets and rainbow flags. My parents found out too late that the flags stood for a different type of happiness than they were expecting, and the gold-lined streets were a myth. After being accosted by a homeless man who wasn’t supposed to exist in our new land of opportunity, my mother held my hand tightly, even though we lived in the safest part of the Outer Sunset.

In a fit of anxiety, my mother would often visit my brother and me at school during lunch. “Doesn’t your mother have anything to do at home?” asked my third-grade teacher after one such visit. When I could find no way to describe why my mother wouldn’t stop embarrassing me during breaks, my teacher began making suggestions. “She could consider ironing or watching television. We have very good programs in the daytime.”

My teacher had no idea that my parents couldn’t watch daytime television because they didn’t understand the language. In fact, the only television my parents watched was a Russian program called Russart that aired on Mondays at 9 p.m. on channel 27. Because the show was on the SF public access channel, my parents had to immediately turn the TV off after the credits rolled, lest my brother and I be assaulted by the naked bodies or swearing that would inevitably be on the air after 11 p.m.

On Saturdays, my parents would take us to the Russian video store, a tiny nameless room on Balboa Street, where we’d pick bootleg videos out of catalogs, and my parents would spend what seemed like hours discussing their new American life with Tatiana, the store manager. Tatiana had been in America three years longer than we had and knew the places to go to, the doctors to avoid, and the funeral homes that would try to upsell you because they knew you had just immigrated. When my parents got tired of Tatiana’s chatter, they started renting their videos from the Russian supermarkets on Geary in the Outer Richmond. At the markets you could rent the newest releases and buy dried meats.

My parents refused to go to the Russian market closest to our house in the Sunset. The market had once sold my mother a stale cake and refused her a refund. She threw the cake on the ground and wrenched my brother and me out of the store, promising never again to darken its doors, yelling that she hoped the store would go out of business and wishing she had the gumption to throw it not just on the ground but in the owner’s face. Several years later, when the store closed, my mother was vindicated. “I told them to treat customers better,” she told a friend on the phone in Russian. “This is what happens when you don’t put any effort into customer service!”

We had options, however. The Sunset and Richmond are home to many Russians, so if one purveyor of piroshki did you wrong, there was always another to take its place. Quality Market, Europa Express (now both closed), and New World Market were all viable alternatives where my family could comfortably shop without fear of stale or moldy pastries. And if the products were unsatisfactory, my mother would have no problem raising a fuss over 50 cents worth of blini.

My childhood was filled with such petty arguments, some that my mother won and many that she lost. Her quick temper and my father’s tendency to make offensive jokes made it difficult for our family to keep friends, but there was a never-ending supply of Russian families in San Francisco, with children I was allowed to play with (none of whom I keep in touch with now because our parents’ friendship was our only connector). My parents refused to let me have American friends because the thought of being judged by these children (and their parents) scared them. But one day my mother actually let me invite friends from school to my birthday party. I spent hours making the invitations, which like the Valentine’s cards I also made (we didn’t know you could buy them in a store!), were hideous. They were folded over scraps of lined paper that read “YOUR INVAITED” on the front and “MARK IS HAVING PARTY” on the inside. For some inexplicable reason, I had also drawn either a tree or a sunflower baring fangs on each card.

On the day I was to pass the invitations out at school, my mother unceremoniously canceled my party.

“No party next week!” my mother yelled at me in her heavily accented English as I was preparing for school. “You bad and don’t deserve party. No birthday!” The reason wasn’t clear; it could have been any number of things. A week before I told her the F on my progress report stood for Friday (“My teacher just wanted to remind you,” I had said). And a few days before that I’d tried to make a cake by microwaving Fruit Loops, setting off every smoke alarm in the building. It was only years later that I learned my mother had changed her mind about the party because she was worried about Americans in her house. We had been in the country only three years then and my mother wasn’t yet the sophisticated woman who shops only at the best outlet stores. In 1993 she wore leopard-print dresses, dyed her hair a platinum blonde, and was terrified of being judged. Our furniture was used, we couldn’t afford a bounce house, and she had no idea what to serve the American children or how to make small talk with their parents. The parents, she had told me when I broached the subject of the party, would have to pick up their children outside. “This,” she said, “is rule.” And now the rule was a moot point, because there was to be no party. The Saturday of my birthday would be like any other.

The day before my cancelled party, my mother told me that we could still celebrate. She would buy salads, piroshki, and cake from a Russian store that just opened on Clement. “You can’t invite people the day before,” I muttered. “And I don’t know anyone’s phone numbers.”

“A day before is perfect time to invite,” my mother said. “All your real friends will come.” And with that she sat down and called all of her friends, inviting them and their children for a party that began at 3 p.m. and ended — unlike American parties — whenever we wanted it to. “Who tells you when to leave?” My mother scoffed at the idea of an end time. “Never do that. Is impolite and everyone talk about bad party and never visit again.”

The next day I blew out my candles to a heavily accented chorus of “Happy Birthday,” resigned to the fact that for at least another year I would be the odd kid in class with the heavy accent and the smelly lunches. On Monday, no one would talk about my bounce house or ask me to come over to play Nintendo. But to my parents, this party was perfect. We had enjoyed pizza and Russian cake, keeping the balance between our old and new lives intact.

Legacy Business Registry Multiple Cases February 6, 2019 Hearing Multiple Locations

Filing Date: January 10, 2019 Case No.: 2019-000701LBR Business Name: New World Market Business Address: 5641 Geary Blvd. Zoning: NC-3 (Neighborhood Commercial, Moderate Scale) Zoning District 40-X Height and Bulk District Block/Lot: 1524/037 Applicant: Boris Fudym, CFO 5641 Geary Blvd. San Francisco, CA 94121 Nominated By: Supervisor Sandra Lee Fewer, District 1 Staff Contact: Shelley Caltagirone - (415) 558-6625 [email protected] Reviewed By: Tim Frye – (415) 575-6822 [email protected]

The business is located between 20th and 21st avenues on the south side of Geary Boulevard in the Outer Richmond neighborhood. It is within a NC-3 (Neighborhood Commercial, Moderate Scale) Zoning

4 Legacy Business Registry Multiple Cases February 6, 2019 Hearing Multiple Locations

District and within a 40-X Height and Bulk District.

STAFF ANALYSIS Review Criteria 1. When was business founded? The business was founded in 1982.

2. Does the business qualify for listing on the Legacy Business Registry? If so, how? Yes. New World Market qualifies for listing on the Legacy Business Registry because it meets all of the eligibility Criteria:

i. New World Market has operated continuously in San Francisco for 37 years.

ii. New World Market has contributed to the history and identity of the Richmond neighborhood and San Francisco.

iii. New World Market is committed to maintaining the physical features, craft, art form and traditions that define the business.

3. Is the business associated with a culturally significant art/craft/cuisine/tradition? Yes. The business is associated with the Russian and Eastern European cuisine.

4. Is the business or its building associated with significant events, persons, and/or architecture? No. The Department has no information related to potential historical associations with significant events, persons, or architecture.

5. Is the property associated with the business listed on a local, state, or federal historic resource registry? No. The property has a Planning Department Historic Resource status of “B” (Properties Requiring Further Consultation and Review) due to its age as the building was constructed in 1923. In a windshield survey of storefronts in the surrounding neighborhood commercial district, this building was found to have no architecturally significant storefronts.

6. Is the business mentioned in a local historic context statement? No.

7. Has the business been cited in published literature, newspapers, journals, etc.? Yes. New World Market has been featured in the following publications:

5 Legacy Business Registry Multiple Cases February 6, 2019 Hearing Multiple Locations

Physical Features or Traditions that Define the Business Location(s) associated with the business: • 5641 Geary Blvd Recommended by Applicant • International cuisine and products familiar to Russian and Eastern European immigrants • Russian and Slavic language speaking staff • Traditional recipes • Façade features, including brick cladding, cornice, and storefront windows

Additional Recommended by Staff • None

Historic Preservation Commission Draft Resolution No. ### HEARING DATE: FEBRUARY 6, 2019

Case No.: 2019-000701LBR Business Name: New World Market Business Address: 5641 Geary Blvd. Zoning: NC-3 (Neighborhood Commercial, Moderate Scale) Zoning District 40-X Height and Bulk District Block/Lot: 1524/037 Applicant: Boris Fudym, CFO 5641 Geary Blvd. San Francisco, CA 94121 Nominated By: Supervisor Sandra Lee Fewer, District 1 Staff Contact: Shelley Caltagirone - (415) 558-6625 [email protected] Reviewed By: Tim Frye – (415) 575-6822 [email protected]

ADOPTING FINDINGS RECOMMENDING TO THE SMALL BUSINESS COMMISSION APPROVAL OF THE LEGACY BUSINESS REGISTRY NOMINATION FOR NEW WORLD MARKET CURRENTLY LOCATED AT 5641 GEARY BOULEVARD, (BLOCK/LOT 1524/037).

WHEREAS, in accordance with Administrative Code Section 2A.242, the Office of Small Business maintains a registry of Legacy Businesses in San Francisco (the "Registry") to recognize that longstanding, community-serving businesses can be valuable cultural assets of the City and to be a tool for providing educational and promotional assistance to Legacy Businesses to encourage their continued viability and success; and

WHEREAS, the subject business has operated in San Francisco for 30 or more years, with no break in San Francisco operations exceeding two years; and

WHEREAS, the subject business has contributed to the City’s history and identity; and

WHEREAS, the subject business is committed to maintaining the traditions that define the business; and

WHEREAS, at a duly noticed public hearing held on February 6, 2019, the Historic Preservation Commission reviewed documents, correspondence and heard oral testimony on the Legacy Business Registry nomination.

www.sfplanning.org Resolution No. ### CASE NO. 2019-000701LBR February 6, 2019 5641 Geary Boulevard

THEREFORE BE IT RESOLVED that the Historic Preservation Commission hereby recommends that New World Market qualifies for the Legacy Business Registry under Administrative Code Section 2A.242(b)(2) as it has operated for 30 or more years and has continued to contribute to the community.

BE IT FURTHER RESOLVED that the Historic Preservation Commission hereby recommends safeguarding of the below listed physical features and traditions for New World Market.

Location(s): • 5641 Geary Boulevard

Physical Features or Traditions that Define the Business: • International cuisine and products familiar to Russian and Eastern European immigrants • Russian and Slavic language speaking staff • Traditional recipes • Façade features, including brick cladding, cornice, and storefront windows

BE IT FURTHER RESOLVED that the Historic Preservation Commission’s findings and recommendations are made solely for the purpose of evaluating the subject business's eligibility for the Legacy Business Registry, and the Historic Preservation Commission makes no finding that the subject property or any of its features constitutes a historical resource pursuant to CEQA Guidelines Section 15064.5(a).

BE IT FURTHER RESOLVED that the Historic Preservation Commission hereby directs its Commission Secretary to transmit this Resolution and other pertinent materials in the case file 2019- 000701LBR to the Office of Small Business. February 6, 2019.

Jonas P. Ionin Commission Secretary

AYES:

NOES:

ABSENT:

ADOPTED: